In a striking move against the rising tide of football merchandise pricing, French club FC Rouen 1899 has announced a €49 price cap on all its jerseys beginning next season. The initiative comes as a direct response to the increasingly prohibitive cost of football kits across Europe's top leagues, where authentic shirts can often exceed €100.
FC Rouen Launches Own Kit Brand, Kits to Not Cost More than 49 Euro
Club president Iwan Postel, a vocal advocate for making football more accessible, has backed up his rhetoric with concrete action by introducing this fan-friendly pricing strategy. The policy represents a significant departure from industry standards, with most professional clubs continuing to increase kit prices year after year.
Iwan Postel
To facilitate this approach, FC Rouen has ended its partnership with Italian sportswear manufacturer Macron and will instead collaborate with X Krypt, a new equipment supplier founded by Postel himself. This vertical integration gives the club greater control over both design and pricing.
"The jersey must remain a symbol of belonging and pride for all," the club stated in their announcement. "It should not become an inaccessible luxury product."
The current FC Rouen kits are made by Macron and were available for €65.
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